Why can't online video finally defeat cable?

June 14, 2023

Whether it is the SARFT in charge of the world's domestic market, or the overseas pattern dominated by the market economy, the continuous development and expansion of the online video broadcast platform is stepping up to the inherent position of traditional cable TV and the proportion of users.

Especially after the rise of CNTV, Mango TV and other Internet platforms under the broadcasting system, and the recent launch of the online broadcast channel by HBO in the United States affecting cable TV users, the remark that online video will eventually defeat traditional cable television has been raised again. and. However, after these typical changes in the industry, we can still be regarded as network video will not completely defeat the cable TV market base in the coming period of time.

Video site industry is uncertain

In the past two years, the video website industry has been surging and unpredictable. The continuous introduction of radio and television regulatory policies, the constant increase in the price of copyright content of resources, and the infiltration of BAT, the three giants of the Internet, have made the video website industry experience the largest industry revolution in history.

In particular, companies investing in stocks, investing in mergers and acquisitions, and integrating, "burning money" continuously major video sites have come close to the Internet giants, in order to seek more capital chain support and based on the industry's invincible strong "backing" .

In the trend of this trend, the most brilliant Tudou UGC era is easily won by Youku, Sohu video is a 56-net this "big bargain"; LeTV became the only profitable video site, iQIYI began to continuously The main change of the country...

For the future of the video website industry, IGI CEO Gong Yu said, “At present, the video website industry is still difficult to form an oligopoly. In the next three to five years, the video industry may only have two or three companies competing for a 400 billion-scale market. , and in the ongoing competition to create original content and platform differentiation."

Zhang Chaoyang has said that it is the first year of the video website's first year of self-creation. However, each individual's effort in content self-control may also continue in 2015. The continuous input and development of self-produced content, it is the major video sites have realized the importance of content resources and differentiation for a video enterprise; as in any other industry sector, "stronger stronger" or will become a video The main competition direction of the website in the past two years.

Therefore, video site companies in recent years will focus on the trend of force or competition within the industry, and have no spare capacity to compete with the traditional television industry.

Cable TV is still indispensable

Although through smart devices such as OTT, network video has almost perfectly presented on the large-screen TV, which not only further blurs the experience of online video on PC, mobile and TV, but also starts with a stronger user experience. Stepped back from the traditional cable TV, but online video is still not the last threshold of cable TV.

Just as the well-known investor Mark Cuban supported traditional television, “Although consumers can watch TV programs they want to watch at any time through Netflix, these programs are popular because they first appeared. We have seen it on cable television. We may evolve to such a degree in the future that people can watch the programs they want to watch anytime, anywhere, but these programs always require front-end media."

Whether it is the reduction of cable television subscribers' HBO by webcast channel service or the rapid rise of Hunan ManTV's premium content resource Mango TV, it can be seen that the content dependence of online video on traditional TV is still difficult to get rid of in a short time.

Although online video is gradually becoming more and more normalized and vertically developed from the disorderly state of grasshoppers, the control of traditional cable television is still the number one priority for television terminals. While online video is expected to be better presented and developed on large-screen televisions, it is also an important condition for long-term development that the relationship between traditional video and TV is well handled.

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